tony spaeth & jerry cuyper on rucamp-2010

8/9/2019 Tony Spaeth & Jerry Cuyper on RuCamp-2010

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Tony Spaeth Jerry Kuyper

Rucamp-2010

Moscow

17 July, 2010

The Futureof Identity


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The Future of Identity

1 Identity and leadership

We will see increasing recognition in leadership

education (business schools, think tanks, etc.) for

the sometimes awesome power of institutional

identity management as a leadership tool

an agent of directional change, cultural change,

unification, and restructuring.


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2 Uglier, weirder names

Because of the Internet (globalization of markets,

perfect information on conflicts, real and

imagined), the beautiful names are all gone and

we will see increasingly awkward and arbitrary

names (more numbers, more use of foreign

words).


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Quiz


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Quiz


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Does It Matter How Things Look?


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Agenda

Introduction

Criteria

Case Studies


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What I Do

Use strategy and design

to create brand identity

programs to helporganizations become

better known and better

understood.


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Why I Do It

Breadth of industries

Range of countries and cultures

Senior management involvement

Enduring

Visible


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Geographic Experience


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Design the Dream . . .


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. . . the Reality


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Name Opportunity

Disney MatureFilms


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It Works Fine in Spain?

BS


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Passing the Torch


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Cooling Tower?


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Rejuvenating a Leading Japanese Bank


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Visual Identity

Strong

Distinct

Memorable

Enduring

Visually appealing

Meaningful

Legally available

An effective logo reflects the

positioning and expresses

desired image attributes.

The logo should work with

the name to create a

positive emotional response.


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Strong?


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Memorable?


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Enduring?

1984 1990 1998


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Really Small


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The Nick Name


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Ouch


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The Family That Sold Out, Roz Chast


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History Of Visual Identity


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History Of Visual Identity


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Agenda

Introduction

Criteria

Case Studies


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The Inspiration


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Many Interpretations


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Cisco 1996


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Cisco 2006


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Cisco


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Into the Future


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Full Positioning


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Logo, aka the football


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Brand Architecture


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Positioning

LodgeNet envisions and delivers engaging

interactive experiences that keep customers

of visitor and guest-based businesses

connected, informed and entertained.


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Medicare

MedicareIntegrated

Innovative

Exciting

Friendly

Fun

Savvy

Personality Attributes


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Communicating the Digital Pipeline


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Brand Architecture


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Future of Identity

Less rendering/software driven solutions

more idea driven solutions


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Invisalign Experience


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Invisalign Experience


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Brand Architecture


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Future of Identity

Fewer neutral expressions

More visually engaging identities


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Building Support for the Humanitarian City Project

I f ili f l b


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Its familiar, of our culture, but

F M bl t


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From Marble to


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From Marble to Mouse Pads

F t f Id tit


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Future of Identity

To know what to leave out is art.

- Picasso


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CEO for the day

Before and After


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Before and After

Before and After


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Before and After

Before and After


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Before and After

Future of Identity


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Future of Identity

More:

- design it yourself?

- more flexibility in expression?

Future of Identity


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Future of Identity

Future of Identity


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Future of Identity


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Thank you

Tony Spaeth

Tony Spaeth / Identity

[email protected]

Jerry Kuyper

Jerry Kuyper Partners

[email protected]

tony spaeth & jerry cuyper on rucamp-2010

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